Home Appliances
Trends
United Kingdom,
France, Germany, Italy,
Spain
As of April 11, 2020
Hypothesis
Lockdown and the current economic-pandemic situation force consumers to stay
inside. This means that a much larger portion of their time is now going to
household tasks like cleaning and cooking .
Consequently, people might be more prone to search for and buy home
appliances than in the past.
Key Takeaways – the EMEA view
Fridge & Freezer searches are
increasing across Europe as
people stock up on food items.
There are interesting local
differences however, with the
Italians searching for food
makers/processors and the French
looking for coffee makers since all
the cafés are closed.
Not only are searches up but click-
through-rate is increasing
substantially, which indicates a
strong commercial intent that
advertisers should pay attention
to.
Persistent advertiser opportunity
across markets, with increased
search volume and declining cost
per click. Many advertisers now
have a bigger chance to drive
conversions by reaching Mainline
with the same search ad spend.
United Kingdom
Searches and clicks grew after the initial lockdown announcementsearches are slowing slightly but clicks are growing showing strong commercial intent
Indexed searches
Indexed clicks
Source: Microsoft Internal Data, United Kingdom, All Devices
05 Jan-11 Jan 12 Jan-18 Jan 19 Jan-25 Jan 26 Jan-01 Feb 02 Feb-08 Feb 09 Feb-15 Feb 16 Feb-22 Feb 23 Feb-29 Feb 01 Mar-07
Mar
08 Mar-14
Mar
15 Mar-21
Mar
22 Mar-28
Mar
29 Mar-04 Apr05 Apr-11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
2019
2020
Mainly driven by cleaning, fridge & freezing and heating/ventilation The remaining categories experienced a slow down during the recent weeks but remained stable
Indexed searches
Source: Microsoft Internal Data, United Kingdom, All Devices*
Category Query sample
Appliances
Generic
electrical goods,
electrical shops
Cooking
Appliances
microwave, air
fryer
Heating &
Ventilation
air conditioning,
air purifier
Cleaning
Appliances
vacuum cleaner
Food Makers soup maker, ice
cream maker
Preparation mixer, kitchen aid
Coffee Makers &
Kettles
coffee machine
Fridge & Freezing fridge, refrigerator
Washing &
Drying
washing machine,
dishwasher
05 Jan-11
Jan
12 Jan-18
Jan
19 Jan-25
Jan
26 Jan-01
Feb
02 Feb-
08 Feb
09 Feb-
15 Feb
16 Feb-
22 Feb
23 Feb-
29 Feb
01 Mar-
07 Mar
08 Mar-
14 Mar
15 Mar-
21 Mar
22 Mar-
28 Mar
29 Mar-
04 Apr
05 Apr-
11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Appliances Generic Cleaning Appliances Coffee Makers & Kettles
Cooking Appliances Food Makers Fridge & Freezing
Heating & Ventilation Preperation Washing & Drying
Week over week 15th
+8%
Week over week 15th
+6%
The recent category growth was driven by specific productswith considerable uplift for ‘pressure washers’
Indexed searches
Source: Microsoft Internal Data, United Kingdom, All Devices
*Considering Week 14Th and 15th
Category Driver Top Query
Week
over
week*
Cleaning
Appliances
pressure
washer
best
pressure
washer
+35%
Fridge &
Freezingice maker ice maker +47%
Heating &
Ventilationair con
portable air
conditioning
units
+263
%
air con
ice maker
pressure washer
05 Jan-
11 Jan
12 Jan-
18 Jan
19 Jan-
25 Jan
26 Jan-
01 Feb
02 Feb-
08 Feb
09 Feb-
15 Feb
16 Feb-
22 Feb
23 Feb-
29 Feb
01 Mar-
07 Mar
08 Mar-
14 Mar
15 Mar-
21 Mar
22 Mar-
28 Mar
29 Mar-
04 Apr
05 Apr-
11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Several queries seeing continuous weekly click growthwith cost per click (CPCs) dropping significantly in some cases due to lack of competition
Source: Microsoft Internal Data, United Kingdom, All Devices
*Considering Week 14 and 15
Category QueryPhraseWeek over week
(WoW) CTRWoW CPC
Washing & Drying used washing machines 372.73% -23.96%
Coffee Makers & Kettles coffee machines 324.43% -24.24%
Fridge & Freezing fridge 264.25% -12.73%
Fridge & Freezing cheap fridges sale 251.23% -35.19%
Fridge & Freezing cheap mini fridge 225.96% -4.79%
Cleaning Appliances Brand products 207.43% -16.48%
Heating & Ventilation cooling fan 190.07% -72.56%
Heating & Ventilation beer cooler 175.65% -56.09%
Cleaning Appliances brands 172.22% -47.43%
Cooking Appliances cheapest microwaves 169.54% -41.82%
Cleaning Appliances pressure washers reviews 166.67% -41.39%
Washing & Drying cheapest tumble dryer 145.00% -91.38%
Coffee Makers & Kettles coffee machine sale 130.53% -19.75%
Cooking Appliances brand microwaves 115.91% -36.26%
Cooking Appliances crock pot slow cooker 112.61% -76.61%
Cleaning Appliances best brand vacuum 109.52% -18.21%
Heating & Ventilation drinks cooler 104.73% -71.35%
Preperation brand mini mixer 102.78% -9.06%
Consumer search focus has shifted significantly since lockdown
Total searches split by the different categories
With searchers confined
indoors we are seeing a shift in
consumer focus towards
‘cleaning appliances’ and
away from ‘cooking
appliances’
Source: Microsoft Internal Data, United Kingdom, All Devices
20.04% 20.30% 23.35% 23.47%19.55% 21.91% 20.86% 21.62% 21.55% 24.11% 25.21% 22.19%
30.20% 30.28%34.04%
24.12%15.70% 9.77% 11.24%
11.16% 8.79% 8.50% 7.86% 7.84%7.63% 7.06% 9.62%
11.79% 11.62%11.04%
20.04%
22.83%23.14%
23.41%23.70% 24.64% 24.60% 24.96% 25.09%
24.76% 26.60% 26.26%
22.24% 23.28%20.35%
10.41%11.02% 12.42%
11.62%12.39% 12.62% 12.89% 14.34% 12.36% 11.90% 11.60% 14.95%
15.30% 14.93% 15.09%
14.47% 16.77% 17.65% 16.14% 19.02% 18.00% 18.37% 17.39% 18.59% 18.09% 17.22% 15.51%11.74% 10.93% 10.07%
01 Jan-04
Jan
05 Jan-11
Jan
12 Jan-18
Jan
19 Jan-25
Jan
26 Jan-01
Feb
02 Feb-08
Feb
09 Feb-15
Feb
16 Feb-22
Feb
23 Feb-29
Feb
01 Mar-
07 Mar
08 Mar-
14 Mar
15 Mar-
21 Mar
22 Mar-
28 Mar
29 Mar-
04 Apr
05 Apr-11
Apr
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Appliances Generic Cleaning Appliances Coffee Makers & Kettles Cooking Appliances Food Makers
Fridge & Freezing Heating & Ventilation Preperation Washing & Drying
Source: Microsoft Internal Data, United Kingdom, All Devices
From Week 10th until Week 15th
Top 5 year over year volume searches by category
Top 5 volume searches by category
Appliances Generics Cleaning
Appliances
Coffee Makers &
Kettles
Cooking
Appliances
Food Makers Fridge &
Freezing
Heating &
Ventilation
Preparation Washing &
Drying
{brand} electrical goods {brand} {brand} microwave ice cream maker fridge dehumidifier mixer washing machines
electrical shops{brand} pressure
washer coffee machines microwave ovens waffle maker mini fridge humidifier blender {brand} washing
machine
{brand} electricals onlinebest vacuum
cleaner kettle induction hob yogurt maker fridgesair conditioning
units {brand} washing machine
{brand} electrical goods{brand} vacuum
cleaner kettles air fryer waffle iron refrigerator air purifier {brand} dishwasher
eletrical goods pressure washer best coffee machine microwaves ice cream makersunder counter
fridge air conditioning {brand} mixer tumble dryers
Appliances Generics Cleaning
Appliances
Coffee Makers &
Kettles
Cooking
Appliances
Food Makers Fridge &
Freezing
Heating &
Ventilation
Preparation Washing &
Drying
electrical goods{brand} steam
cleaners pod coffee machines{brand} electric
cooker waffle iron ice maker machine best dehumidifier kitchen mixerwashing machines
best buy
electrical shops
{brand} pressure washer special
offers pink kettle {brand} microwaves yogurt maker fridge arogsdehumidifier
{brand} {brand}
attachements {brand} dishwasher
{brand} electricals online best vacuum coffee machines uk mini ovens electric ice cream maker double fridge {brand} humidifier{brand} artisan
mixerbuy washing
machine
{brand} electrical goodsbest pressure
washers {brand} kettleelectric cookers
60cm waffle maker new fridge
portable air conditioning units
uk {brand} uk{brand} condenser
dryer
{brand} electrical store {brand} best coffee machines white microwave ice cream makers fridges uk portable heater stand mixers{brand} washing
machines
1. In the UK, the hypothesis proved partially correct with
some categories increasing as expected but with some
not experiencing the same expected growth.
2. With people confined to indoors we are seeing an
increase in searches for products aimed at improving
and gaining efficiency with regards to their quality of
life. This can be seen through an increase in searches
for “cleaning appliances” and “heating & ventilation”
products. Another increase we are seeing is in the
“fridge/freezing” category, presumable as people
intend to stock up on frozen foods to minimise
necessary shopping trips.
3. With the increase in commercial searches and clicks we
are seeing reduced CPCs presenting an additional
opportunity to drive more conversions by reaching
mainline position 1 for the same advertising spend.
Key Takeaways
UK
France
05 Jan-11 Jan 12 Jan-18 Jan 19 Jan-25 Jan 26 Jan-01 Feb 02 Feb-08 Feb 09 Feb-15 Feb 16 Feb-22 Feb 23 Feb-29 Feb 01 Mar-07
Mar
08 Mar-14
Mar
15 Mar-21
Mar
22 Mar-28
Mar
29 Mar-04 Apr 05 Apr-11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
2019
2020
Searches and clicks rose as approaching to the lockdownHowever, slightly slow down in searches last week. Despite, clicks still on an upward trend
Indexed searches
Indexed clicks
Source: Microsoft Internal Data, France, All Devices
Mainly led by cleaning and heating/ventilation The remaining categories remained stable over the latter weeks
Indexed searches
Source: Microsoft Internal Data, France, All Devices
Category Query sample
Appliances
Generic
électro ménager
Cooking
Appliances
mixeur, robot
cuiseur
Heating &
Ventilation
traitement de l’air,
ventilateur
Cleaning
Appliances
aspirateur,
aspiratuer sans sac
Coffee Makers &
Kettles
machines à café,
cafetière filtre
Fridge &
Freezing
refrigerateur, frigo
Washing &
Drying
lave ligne,
sèche linge
Week over week (Wow) 15th
+20%
Wow 15th +5%
05 Jan-11
Jan
12 Jan-18
Jan
19 Jan-25
Jan
26 Jan-01
Feb
02 Feb-08
Feb
09 Feb-15
Feb
16 Feb-22
Feb
23 Feb-29
Feb
01 Mar-
07 Mar
08 Mar-
14 Mar
15 Mar-
21 Mar
22 Mar-
28 Mar
29 Mar-
04 Apr
05 Apr-11
Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Appliances Generic (Electromenager Generique) Cleaning Appliances (Entretien)
Coffee Makers & Kettles (Café et Bouilloires) Cooking Appliances (Cuisine)
Fridge & Freezing (Frigo Congelateur) Heating & Ventilation (Ventilation)
Washing & Drying (Lavage Sechange)
Wow 15th +13%
Last increment driven by specific productswith considerable uplift for nettoyeur and purificateur
Indexed searches
Source: Microsoft Internal Data, France, All Devices
*Considering Week 14Th and 15th
Category Driver Top Query Week
over
week*
Cleaning
Appliances
nettoyeur nettoyeur
haute
pression
karcher
+95%
Cleaning
Appliances
aspirateur aspirateur +8%
Heating &
Ventilation
purificateur purificateur
air
+34%
aspirateur
nettoyeur
purificateur
ventilateur
05 Jan-
11 Jan
12 Jan-
18 Jan
19 Jan-
25 Jan
26 Jan-
01 Feb
02 Feb-
08 Feb
09 Feb-
15 Feb
16 Feb-
22 Feb
23 Feb-
29 Feb
01 Mar-
07 Mar
08 Mar-
14 Mar
15 Mar-
21 Mar
22 Mar-
28 Mar
29 Mar-
04 Apr
05 Apr-
11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Most of the category has a stable trend in clicks and searchesFurthermore, several queries result convenient while cost through rate (CTR) is on the rise
Source: Microsoft Internal Data, France, All Devices
*Considering Week 14Th and 15th
Category QueryPhrase
Week over week (WoW)
CTR WoW CPC
Washing & Drying (Lavage Sechange) lave linge hoover 700.00% -35.00%
Fridge & Freezing (Frigo Congelateur) frigo americain beko 366.67% -72.97%
Cooking Appliances (Cuisine) yaourtiere moulinex 358.23% -14.59%
Heating & Ventilation (Ventilation) thermostat radiateur electrique 312.50% -17.71%
Cooking Appliances (Cuisine) crepiere electrique 286.65% -22.57%
Washing & Drying (Lavage Sechange) lave linge 3kg 270.83% -99.51%
Fridge & Freezing (Frigo Congelateur) frigo americain noir 264.10% -2.50%
Cleaning Appliances (Entretien) lance nettoyeur haute pression 263.16% -63.41%
Cleaning Appliances (Entretien) aspirateur sans fil pas cher 245.24% -71.98%
Heating & Ventilation (Ventilation) ventilateur ordinateur 229.11% -56.54%
Fridge & Freezing (Frigo Congelateur) temperature congelateur 228.51% -84.53%
Cooking Appliances (Cuisine) sterilisateur uv 217.38% -34.48%
Cleaning Appliances (Entretien) aspirateur centralise 212.71% -27.01%
Cooking Appliances (Cuisine) friteuse lidl 211.94% -56.86%
Cooking Appliances (Cuisine) blender moulinex 190.10% -38.03%
Fridge & Freezing (Frigo Congelateur) petit congelateur coffre 180.36% -66.28%
Fridge & Freezing (Frigo Congelateur) frigo bar 179.45% -17.90%
Fridge & Freezing (Frigo Congelateur) frigo trimixte 179.07% -71.41%
Reading example
(fake figures just for example) :
-if CTR was 1% on week #14
and was 8% on week #15, we
show this as +700%.
-if CPC was 1€ on week #14 and
was 0.65€ on week #15, we
show this as -35%.
33.58% 30.69% 30.51% 30.22% 28.90% 28.31% 27.19% 24.97% 23.53% 20.94%16.02% 17.90% 17.84% 19.60%
14.06%13.16% 14.91% 13.54% 12.99% 12.45% 12.93% 19.37% 23.86% 30.43%
25.83% 18.55%23.81%
27.40%
16.21% 22.29% 18.79% 20.27% 23.47% 23.73% 24.65%24.66% 21.77%
20.88%35.31%
37.12%31.76%
27.44%
10.93%10.67% 11.76% 12.10% 11.41% 12.38% 12.75%
10.32% 10.24%9.10%
9.62%11.70% 11.89% 10.56%
05 Jan-11
Jan
12 Jan-18
Jan
19 Jan-25
Jan
26 Jan-01
Feb
02 Feb-08
Feb
09 Feb-15
Feb
16 Feb-22
Feb
23 Feb-29
Feb
01 Mar-07
Mar
08 Mar-14
Mar
15 Mar-21
Mar
22 Mar-28
Mar
29 Mar-04
Apr
05 Apr-11
Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Appliances Generic (Electromenager Generique) Cleaning Appliances (Entretien)
Coffee Makers & Kettles (Café et Bouilloires) Cooking Appliances (Cuisine)
Fridge & Freezing (Frigo Congelateur) Heating & Ventilation (Ventilation)
Washing & Drying (Lavage Sechange)
Changing preferences and search patterns
Total searches split by the different categories
Cleaning appliance has
increased its share of volume
since the beginning of the
lockdown. Similar trend for
appliances generic. The
remaining categories recorded
small fluctuations over time.
Source: Microsoft Internal Data, France, All Devices
Source: Microsoft Internal Data, France, All Devices
From Week 10th until Week 15th
Top 5 year volume searches by category
Top 5 % volume searches by category
Appliances Generics Cleaning
Appliances
Coffee Makers & Kettles Cooking
Appliances
Fridge & Freezing Heating &
Ventilation
Washing &
Drying
grossiste electromenager aspirateur sans sac code nespresso robot pâtissier moulinex congelateurs ventilateur plafonnier meilleur lave ligne
electromenager ligneaspirateur eau
poussieres commande capsules nespresso mixeur frigo congel ventilateur brumisateur lave ligne 3kg
electromenager cuisine aspirateur balai cafe nespressorobot multifunction
cuiseurfrigo americain pas
cher ventilateurs bosch lave vaisselle
envie electromenagernilfisk nettoyeur haute
pression nespresso commande capsules crepiere electrique frigo trimixtedeshumidificateur
professionnel nettoyer lave vaisselle
eelectroomenager aspirateur sans fil commande nespresso blender magimix congelateur thermostat four nettoyage lave vaisselle
Appliances Generics Cleaning
Appliances
Coffee Makers & Kettles Cooking
Appliances
Fridge & Freezing Heating &
Ventilation
Washing &
Drying
darty electromenager aspirateur nespresso blender frigo ventilateur lave vaisselle
electromenager aspirateur sans sac nespresso commande mixeur refrigerateur thermostat lave ligne
bosch electromenager aspiratuer robot nespresso capsules yaourtiere congelateur armoire purificateur airlave vaisselleencastrable
siemens electromenager aspirateur sans fil capsules nespresso robot pâtissier congelateur ventilateur plafond seche ligne
miele elctromenagernettoyeur haute
pression nespresso fr friteuse electrique frigo americain humidificateur air lave vaisselle pas cher
Key takeaways
France
1. In France, the hypothesis proved correct.
2. As cafés are closed, we saw a spike in “Coffee
Machines and Kettles”. “Cooking appliances”
also grew a lot, as French people have both
time and will to cook (as a hobby). The
“Fridge & Freezing” category also grow,
which makes senses when some people want
to have a food “stock”.
3. With more people at home and health/sanity
concerns, “cleaning” and “ventilation”
categories also grew a lot.
Germany
Searches and clicks rose immediately after the restrictions However, slightly slow down in searches and clicks last week
Indexed searches
Indexed clicks
Source: Microsoft Internal Data, Germany, All Devices
05 Jan-11 Jan 12 Jan-18 Jan 19 Jan-25 Jan 26 Jan-01 Feb 02 Feb-08 Feb 09 Feb-15 Feb 16 Feb-22 Feb 23 Feb-29 Feb 01 Mar-07
Mar
08 Mar-14
Mar
15 Mar-21
Mar
22 Mar-28
Mar
29 Mar-04 Apr 05 Apr-11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
2019
2020
Despite an overall downturn, appliances generic & heating/ventilation are
rising as per the recent weeks
Indexed searches
Source: Microsoft Internal Data, Germany, All Devices
Category Query sample
Appliances
Generic
Elekrogeräte,
Haushaltswaren
Cooking
Appliances
Mikrowelle,
Wasserkocher
Heating &
Ventilation
Klimaanlage,
Luftbefeuchter
Cleaning
Appliances
Staubsauger,
Hochdruckreiniger
Coffee Makers &
Kettles
Kaffeemaschine,
Kaffeevollautomat
Fridge &
Freezing
Kühlschrank,
Gefriertruhe
Washing &
Drying
Waschmaschine,
Trockner
Week over week 15th
+154%
Week over week 15th
+19%
05 Jan-
11 Jan
12 Jan-
18 Jan
19 Jan-
25 Jan
26 Jan-
01 Feb
02 Feb-
08 Feb
09 Feb-
15 Feb
16 Feb-
22 Feb
23 Feb-
29 Feb
01 Mar-
07 Mar
08 Mar-
14 Mar
15 Mar-
21 Mar
22 Mar-
28 Mar
29 Mar-
04 Apr
05 Apr-
11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Appliances Generic Cleaning Appliances Coffee Makers & Kettles
Cooking Appliances Food Makers Fridge & Freezing
Heating & Ventilation Preparation Washing & Drying
Uplift mainly driven by specific productswith considerable growth for ‘Klimaanlagen’
Indexed searches
Source: Microsoft Internal Data, Germany, All Devices
*Considering Week 14Th and 15th
Category Driver Top Query Week
over
week
*
Appliances
Generic
haushaltswaren haushaltswaren +154
%
Heating &
Ventilation
ventilator ventilator +66
%
Heating &
Ventilation
klimaanlage mobile
klimaanlage
+225
%
Heating &
Ventilation
heizstrahler heizstrahler +34
%
haushaltswaren
heizstrahler
klimaanlage
ventilator
05 Jan-
11 Jan
12 Jan-
18 Jan
19 Jan-
25 Jan
26 Jan-
01 Feb
02 Feb-
08 Feb
09 Feb-
15 Feb
16 Feb-
22 Feb
23 Feb-
29 Feb
01 Mar-
07 Mar
08 Mar-
14 Mar
15 Mar-
21 Mar
22 Mar-
28 Mar
29 Mar-
04 Apr
05 Apr-
11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
boiler durchlauferhitzer elektroladen haushaltswaren heizstrahler
klimaanlage luftbefeuchter thermostat ventilator
Most of the categories have a stable trend in clicks and searchesFurthermore, several queries show convenient cost per click (CPC) while cost through rate (CTR) is on
the rise
Source: Microsoft Internal Data, Germany, All Devices
*Considering Week 14Th and 15th
Category QueryPhrase WoW CTR WoW CPC
Cooking Appliances kleiner backofen 874.23% -58.38%
Cleaning Appliances staubsauger kabellos 491.95% -81.75%
Coffee Makers & Kettles kaffeemaschinen 322.22% -47.28%
Cooking Appliances holzkohlegrill edelstahl 272.57% -58.32%
Cooking Appliances specksteinofen 257.59% -20.49%
Coffee Makers & Kettles kaffeemaschinen mit mahlwerk 217.46% -14.40%
Washing & Drying waschmaschinen 216.67% -51.26%
Cooking Appliances minibackofen mit umluft 206.67% -69.69%
Coffee Makers & Kettles espressomaschine 203.57% -39.63%
Food Makers sandwichmaker rezepte 186.93% -20.26%
Washing & Drying waeschetrockner test 185.12% -13.09%
Cleaning Appliances beutelloser staubsauger 183.56% -26.73%
Coffee Makers & Kettles kaffeevollautomat reduziert 170.87% -8.50%
Cooking Appliances neff backofen bedienungsanleitung 169.32% -62.58%
Washing & Drying waschmaschinen test 2019 165.55% -12.76%
Cooking Appliances multikocher 142.48% -38.08%
Cleaning Appliances stielstaubsauger test stiftung warentest 131.65% -9.62%
Cooking Appliances toaster test 123.51% -62.96%
16.55% 16.20% 14.64% 16.18% 17.41% 17.04% 18.87% 19.26% 19.89%16.27% 14.76% 17.15% 19.15% 17.40%
16.76% 15.93%15.75% 15.17% 15.73% 15.89%
15.37% 15.31% 16.12%16.80%
15.61%16.35%
15.95%13.05%
18.39% 18.81% 20.29% 20.06% 19.13% 19.76% 18.99% 18.85% 18.68%20.93% 23.27% 17.97%
20.22%23.31%
20.53% 19.82% 20.40% 19.35% 18.79% 19.30% 17.90% 17.49% 17.42% 17.82% 17.15% 20.06%18.37% 19.49%
11.56% 12.90% 12.06% 12.09% 11.25% 11.75% 12.32% 12.72% 12.18% 12.81% 15.75% 14.25% 13.58% 13.43%
11.17% 10.87% 11.16% 11.45% 12.54% 11.08% 11.01% 11.15% 10.59% 10.16% 8.69% 8.97% 8.10% 7.34%
05 Jan-11
Jan
12 Jan-18
Jan
19 Jan-25
Jan
26 Jan-01
Feb
02 Feb-08
Feb
09 Feb-15
Feb
16 Feb-22
Feb
23 Feb-29
Feb
01 Mar-
07 Mar
08 Mar-
14 Mar
15 Mar-
21 Mar
22 Mar-
28 Mar
29 Mar-
04 Apr
05 Apr-11
Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Appliances Generic Cleaning Appliances Coffee Makers & Kettles
Cooking Appliances Food Makers Fridge & Freezing
Heating & Ventilation Preparation Washing & Drying
Changing preferences and search patterns
Total searches split by the different categories
None of the categories is a
huge player when it comes to %
of searches captured. The
categories considered slightly
fluctuated over time, without
any significant drop/increase.
Share of searches are more
equally distributed than in other
markets
Source: Microsoft Internal Data, Germany, All Devices
Source: Microsoft Internal Data, Germany, All Devices
From Week 10th until Week 15th
Top 5 year over
year volume
searches by
category
Top 5 %
volume
searches by
category
Cleaning
Appliances
Coffee Makers &
Kettles
Cooking
Appliances
Food Makers Fridge &
Freezing
Heating &
Ventilation
Preparation Washing &
Drying
{brand} staubsauger test
2019
kaffeevollautomat angebot des tages
induktionskochfeld test stiftung warentest
eierkocher{brand} stiftung warentest
gefriertruhenklimaanlage
{brand} stiftungwarentest
nudelmaschinen stiftung warentest
{brand} waschmaschinen
{brand} hochdruckreiniger
{brand} kaffeemaschine{brand} mit hohem
wirkungsgradwaffeleisen {brand} stiftung warentest
gefriertruheluftbefeuchter
stiftung warentest
kitchenaid toasterwaschtrockner
stiftung warentest
{brand} staubsauger
kaffeevollautomaten testsieger 2019
spirituskocher {brand} gefrierkombinationdurchlauferhitzer 220v steckdose
{brand} {brand}
waschmaschinenstiftung warentest
{brand} hochdruckreiniger
{brand} kaffeemaschineeismaschinen test stiftung warentest
sandwichmaker{brand}
gefrierkombinationsplit klimaanlage {brand} stream
waeschetrockner{brand} stiftung
warentest
handstaubsauger{brand}
kaffeevollautomaten angebote schnaeppchen
campingkocher waffeleisen{brand}
gefrierkombinationtest
mobile klimaanlage
{brand} vakuumierer
waschmaschinetoplader
Cleaning
Appliances
Coffee Makers &
Kettles
Cooking
Appliances
Food Makers Fridge &
Freezing
Heating &
Ventilation
Preparation Washing &
Drying
{brand} staubsauger
kaffeevollautomaten weber grill {brand} {brand}
gefrierkombinationdurchlauferhitzer {brand} waschmaschine
{brand} staubsauger {brand} kaffeevollautomat mikrowelle {brand} Gefriertruhe ventilator {brand} {brand}
waschmaschine
staubsauger kaffeemaschinen wasserkocher {brand} Gefrierkombination luftbefeuchter {brand} waschmaschine
{brand}
Hochdruckreinigerkaffeevollautomaten
{brand} 2019grill {brand}
liebherr {brand} -gefrierkombination
klimaanlage {brand} crystal wäschetrockner
Staubsauger stiftung warentest sehr gut
kaffeemaschine dunstabzugshauben waffeleisengefriertruhen test stiftung warentest
{brand} eltrondurchlauferhitzer
{brand} stream waschtrockner
Italy
Searches and clicks grew after the initial lockdown announcementsearches are slowing slightly but clicks are stable showing strong commercial intent
Indexed searches
Indexed clicks
Source: Microsoft Internal Data, Italy, All Devices
05 Jan-11 Jan 12 Jan-18 Jan 19 Jan-25 Jan 26 Jan-01 Feb 02 Feb-08 Feb 09 Feb-15 Feb 16 Feb-22 Feb 23 Feb-29 Feb 01 Mar-07
Mar
08 Mar-14
Mar
15 Mar-21
Mar
22 Mar-28
Mar
29 Mar-04 Apr 05 Apr-11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
2019
2020
Elettrodomestici da cucina Elettrodomestici Generici
Elettrodomestici per Pulizia Frigo & Freezer
Lavaggio & Asciugatura Macchine da caffe & the
Preparazione Ventilazione
Mainly driven by food makers and frigo & freezerThe remaining categories experienced a slow down during the recent weeks but remained stable
Indexed searchesCategory Query sample
Elettrodomestici
generici
elettrodomestici,
elettrodomestici online
Elettrodomestici da
cucina
forno, microonde
Ventilazione/
Riscaldamento
condizionatore,
deumidificatore
Elettrodomestici per
pulizia
aspirapolvere
Food Makers impastatrice,
planetaria
Preparazione
Macchina da
caffe/the
bollitore elettrico
Frigo & Freezer frigo, congelatore
Lavaggio &
Asciugatura
asciugatriceWeek over week 15th +4%
Week over week 15th +11%
05 Jan-
11 Jan
12 Jan-
18 Jan
19 Jan-
25 Jan
26 Jan-
01 Feb
02 Feb-
08 Feb
09 Feb-
15 Feb
16 Feb-
22 Feb
23 Feb-
29 Feb
01 Mar-
07 Mar
08 Mar-
14 Mar
15 Mar-
21 Mar
22 Mar-
28 Mar
29 Mar-
04 Apr
05 Apr-
11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Food Makers
Source: Microsoft Internal Data, Italy, All Devices
The recent category growth was driven by specific productswith considerable uplift for ‘frigo’ as per last week
Indexed searches
Source: Microsoft Internal Data, Italy, All Devices
*Considering Week 14Th and 15th
Category Driver Top Query
Week
over
week*
Food
Makersimpastatrice
impastatrice
planetaria
in offerta
+18%
Frigo &
Freezerfrigo frigoriferi +23%
Frigo &
Freezerfrigo
frigoriferi in
offerta+34%
frigo
impastatrice
05 Jan-
11 Jan
12 Jan-
18 Jan
19 Jan-
25 Jan
26 Jan-
01 Feb
02 Feb-
08 Feb
09 Feb-
15 Feb
16 Feb-
22 Feb
23 Feb-
29 Feb
01 Mar-
07 Mar
08 Mar-
14 Mar
15 Mar-
21 Mar
22 Mar-
28 Mar
29 Mar-
04 Apr
05 Apr-
11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Several queries seeing weekly click growthwith cost per click (CPCs) dropping significantly in some cases due to lack of competition
Source: Microsoft Internal Data, Italy, All Devices
*Considering Week 14 and 15
Category Query WoW CTR WoW CPC
Lavaggio & Asciugatura lavatrice lg 158.24% -18.01%
Frigo & Freezer frigo 137.07% -29.52%
Lavaggio & Asciugatura condensatore 119.46% -6.98%
Ventilazione/Riscaldamento caldaia 94.55% -58.41%
Elettrodomestici da cucina pentola a pressione 92.39% -25.73%
Elettrodomestici da cucina sacchi elettroforniture 91.20% -2.29%
Elettrodomestici per Pulizia dyson v11 absolute pro 87.50% -10.75%
Ventilazione/Riscaldamento termostato ambiente 70.37% -50.42%
Elettrodomestici per Pulizia aspirapolvere senza filo 66.52% -34.63%
Lavaggio & Asciugatura lavatrice carica dall alto 66.32% -31.42%
Elettrodomestici per Pulizia dyson pure cool 53.77% -8.85%
Elettrodomestici da cucina forno pizza 52.58% -13.01%
Elettrodomestici da cucina forni a legna 45.71% -63.97%
Elettrodomestici da cucina forni 45.39% -3.60%
Elettrodomestici da cucina forno microonde 39.85% -10.15%
Elettrodomestici per Pulizia aspirapolvere folletto 36.17% -42.83%
Elettrodomestici per Pulizia dyson 28.58% -2.59%
Elettrodomestici per Pulizia idropulitrice prezzi e offerte 23.70% -35.92%
Lavaggio & Asciugatura lavatrici offerte 21.87% -39.57%
Frigo & Freezer frigorifero 21.78% -4.53%
Food Makers impastatrice planetaria 17.20% -2.40%
15.56% 17.11% 18.41% 18.79% 21.45% 20.55% 21.80% 24.66% 24.96%20.00%
27.43%21.79%
17.21% 16.38% 16.56%
24.86%23.58%
27.62% 27.02% 24.77% 26.05% 25.89% 23.62%24.42%
28.39%25.92%
27.68%30.98% 34.56% 37.33%
15.72% 15.28%15.14% 14.04% 14.83% 15.33%
12.66%12.76%
11.94% 10.90% 11.83%
8.01% 8.36%9.77%
8.42%
10.33% 10.23%7.76% 8.76% 10.14% 9.36% 10.37% 11.79%
10.29% 10.05% 8.98%12.97% 13.64% 13.25%
13.44%
01 Jan-
04 Jan
05 Jan-
11 Jan
12 Jan-
18 Jan
19 Jan-
25 Jan
26 Jan-
01 Feb
02 Feb-
08 Feb
09 Feb-
15 Feb
16 Feb-
22 Feb
23 Feb-
29 Feb
01 Mar-
07 Mar
08 Mar-
14 Mar
15 Mar-
21 Mar
22 Mar-
28 Mar
29 Mar-
04 Apr
05 Apr-
11 Apr
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Elettrodomestici da cucina Elettrodomestici Generici Elettrodomestici per Pulizia
Food Makers Frigo & Freezer Lavaggio & Asciugatura
Macchine da caffe & the Preparazione Ventilazione
Consumer search focus has shifted significantly since lockdown
Total searches split by the different categories
With searchers confined
indoors we are seeing a
constant growth in the share
of volume related to
‘elettrodomestici per la
pulizia’, since the start of
the lockdown.
Source: Microsoft Internal Data, Italy, All Devices
Source: Microsoft Internal Data, Italy, All Devices
, From Week 10th until Week 15th
Top 5 year over year volume searches by category
Top 5 volume searches by category
Elettrodomestici
Generici
Elettrodom.
pulizia
Macchina caffe’/the’ Elettrodom. da
cucina
Food Makers Frigo & Freezer Ventilazione
Riscaldamento
Preparazione Lavaggio e
asciugatura
negozi elettrodomestici {brand} caffettiera napoletana forno pizza impastatrice {brand} congelatore a
pozzetto in offertacondizionatore
portatile {brand} Lavatrice {brand}
elettrodomestici online {brand} {brand} forno {brand} impastatrice {brand}
in offertacongelatore a
cassetti caldaia a pellet {brand} lavasciuga {brand}
{brand} elettrodomestici {brand} {brand} forno {brand} impastatricefrigorifero da
incasso umidificatorefrullatore ad immersione lavatrice {brand}
elettrodomesticiaspirapolvere senza
fili bollitore elettrico forno a legna impastatrice 10 kg congelatore caldaia {brand} lavatrici {brand}
{brand} elettrodomestici {brand} montalatte elettrico forno elettrico impastatrice {brand} frigorifero samsung condizionatore frullatore {brand} lavatrici
Elettrodomestici
Generici
Elettrodom.
pulizia
Macchina caffe’/the’ Elettrodom. da
cucina
Food Makers Frigo & Freezer Ventilazione
Riscaldamento
Preparazione Lavaggio e
asciugatura
{brand} elettrodomestici {brand} {brand} friggitrice ad aria impastatrice frigoriferi in offerta caldaia {brand} lavatrice
{brand} elettrodomestici aspirapolvere {brand} microonde impastatrice {brand} frigoriferocaldaia a
condensazione {brand} lavatrici in offerta
elettrodomestici {brand} bollitore elettrico fornoImpastatrice {brand}
in offerta frigoriferi
caldaia a condensazione
prezzi {brand} condensatore
{brand} elettrodomestici idropulitrice {brand} forno elettrico da
incasso impastatrice {brand} frigoriferi da incassoscaldabagno
elettrico frullatore asciugatrice
{brand} elettrodomestici{brand}
aspirapolvere caffettiera napoletana forno microonde impastatrice {brand} frigo deumidificatore
{brand} elettromestico
prezzo lavatrici
Key Takeaways
Italy
1. In IT, the hypothesis proved partially correct with some
categories increasing immediately after the lockdown
and other experiencing a more gradual growth.
2. With people confined to indoors we are seeing a spike
in searches for kitchen products, mainly led by “food
makers”. The explanation lies with the rising need to
prepare food indoors either for leisure purpose or
necessity. Another increase we are seeing is in the
“frigo & freezer (fridge/freezing)” category, presumable
as people intend to stock up on frozen foods to
minimise necessary shopping trips.
3. With the increase in commercial searches and clicks we
are seeing reduced CPCs presenting an additional
opportunity to drive more conversions by reaching
mainline position 1 for the same advertising spend.
Spain
Searches recorded an uplift few weeks after the lockdownclicks were remaining stable but suddenly jumped quite after the lockdown
Indexed searches
Indexed clicks
05 Jan-11 Jan 12 Jan-18 Jan 19 Jan-25 Jan 26 Jan-01 Feb 02 Feb-08 Feb 09 Feb-15 Feb 16 Feb-22 Feb 23 Feb-29 Feb 01 Mar-07 Mar08 Mar-14 Mar15 Mar-21 Mar22 Mar-28 Mar 29 Mar-04 Apr 05 Apr-11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
2019
2020
Source: Microsoft Internal Data, Spain, All Devices
Mainly driven by electrodomestico de limpieza,
nevera/congelador, as well as preparacionIndexed searches
Wow 15th +59%
Week over week (Wow) 15th +28%
05 Jan-
11 Jan
12 Jan-
18 Jan
19 Jan-
25 Jan
26 Jan-
01 Feb
02 Feb-
08 Feb
09 Feb-
15 Feb
16 Feb-
22 Feb
23 Feb-
29 Feb
01 Mar-
07 Mar
08 Mar-
14 Mar
15 Mar-
21 Mar
22 Mar-
28 Mar
29 Mar-
04 Apr
05 Apr-
11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Cafeteras y teteras Electrodomésticos de cocina Electrodomésticos de limpieza
Electrodomésticos Genéricos Lavado y secado Nevera y congelador
preparación Ventilación
Wow 15th +61%
Category Query sample
Electrodomesticos
Genericos
electrodomesticos,
electrodomesticos
baratos
Electrodomesticos de
cocina
microondas, horno
Ventilacion
Calefaccion
caldera, aire
acondicionado sin tubos
Electrodomesticos de
limpieza
plancha
Food Makers yogurtera
Preparacion marca
Cafeteras y teteras cafetera, cafetera
Nevera y congelador neveras, congelador
vertical
Lavado y secado lavadoras, secadora
Source: Microsoft Internal Data, Spain, All Devices
The recent growth was driven by specific productswith considerable uplift for a branded product as per last week
Indexed searches
Category Driver Top Query
Week
over
week*
Nevera y
congeladorcongelador
congeladores
verticals+35%
Electrodomestico
de limpiezamarca aspiradoras +808%
Electrodomestico
de limpiezaaspiradora aspiradora +58%
Preparación marca marca +11%
aspiradora
congelador
dyson
kitchenaid
05 Jan-
11 Jan
12 Jan-
18 Jan
19 Jan-
25 Jan
26 Jan-
01 Feb
02 Feb-
08 Feb
09 Feb-
15 Feb
16 Feb-
22 Feb
23 Feb-
29 Feb
01 Mar-
07 Mar
08 Mar-
14 Mar
15 Mar-
21 Mar
22 Mar-
28 Mar
29 Mar-
04 Apr
05 Apr-
11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Source: Microsoft Internal Data, Spain, All Devices
*Considering Week 14Th and 15th
Several queries seeing weekly click growthwith cost per click (CPCs) dropping significantly in some cases due to lack of competition
Category Query WoW CTR WoW CPC
Cafeteras y teteras mejores cafeteras express domesticas 320.00% -13.27%
Electrodomésticos de cocina estufa 221.43% -93.20%
Electrodomésticos de limpieza aspiradora 164.35% -62.41%
Nevera y congelador congelador 159.30% -6.61%
Electrodomésticos de cocina hornos electricos 77.90% -27.42%
Electrodomésticos Genéricos electrodomesticos 60.78% -7.94%
Lavado y secado comprar lavadora 56.92% -41.36%
Ventilación/Calefaccion humidificadores 43.48% -0.27%
Electrodomésticos de cocina hornos 32.19% -9.62%
Electrodomésticos de limpieza aspiradoras sin cable 30.23% -25.75%
Electrodomésticos de cocina freidora sin aceite 27.76% -24.04%
Lavado y secado secador de pelo 25.25% -68.12%
Electrodomésticos de limpieza {brand} 24.86% -49.51%
Electrodomésticos de limpieza {brand} 15.91% -27.50%
Electrodomésticos de cocina microonda 11.25% -61.42%
Cafeteras y teteras cafetera 7.17% -29.84%
Electrodomésticos de limpieza Aspiradoras {brand} 5.05% -18.68%
Cafeteras y teteras cafetera {brand} 0.90% -25.10%
Source: Microsoft Internal Data, Spain, All Devices
*Considering Week 14 and 15
18.47%24.60% 22.39%
18.28% 17.64%14.76% 17.49% 18.96% 15.64% 12.12% 14.30% 14.78% 14.96%
15.01%
19.45%17.39%
15.33%16.88% 15.23%
14.97%15.57% 14.96% 16.65% 14.66% 13.65%
19.30% 15.29%25.82%
22.08%21.42%
18.58% 24.30% 29.21%
21.59%
23.95% 24.18% 23.46%21.73% 24.56%
27.08%32.28%
24.32%
23.11% 22.03%27.61% 24.12%
20.46%
30.61%25.67% 25.77% 26.36%
22.60%27.88%
17.39% 17.35%13.46%
05 Jan-11
Jan
12 Jan-18
Jan
19 Jan-25
Jan
26 Jan-01
Feb
02 Feb-08
Feb
09 Feb-15
Feb
16 Feb-22
Feb
23 Feb-29
Feb
01 Mar-07
Mar
08 Mar-14
Mar
15 Mar-21
Mar
22 Mar-28
Mar
29 Mar-04
Apr
05 Apr-11
Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Cafeteras y teteras Electrodomésticos de cocina Electrodomésticos de limpieza
Electrodomésticos Genéricos Food Makers Lavado y secado
Nevera y congelador preparación Ventilación
Distribution of searches has remained fairly distributed across
the categories since the lockdownTotal searches split by the different categories
The distribution of the searches
remained stable over time
without significant
increment/decrement after the
lockdown.
Source: Microsoft Internal Data, Spain, All Devices
Source: Microsoft Internal Data, Spain, All Devices
, From Week 10th until Week 15th
Top 5 year over year volume searches by category
Top 5 volume searches by category
Elettrodomesticos
Genericos
Electrodom. de
limpieza
Cafeteras y teteras Elettrodom. de
cocina
Nevera y
congelador
Ventilacion
Calefaccion
Preparacion Lavado y secado
tiendas de electrodomesticos aspiradora {brand} cafeteras {brand} hornos electricos {brand} congelador purificador de aire {brand} comprar lavdora
electrodomesticos online aspiradora sin cable cafeteras hornos {brand} congelador vertical caldera secadoras
electrodomesticos planchas cafetera express horno de lena neveras pequeñassistema aire
acondicionado secadora
electrodomesticos baratos aspiradora cafetera microondas carrefourcongeladores
verticales ventilador lavadoras {brand}
electrodomesticos {brand} plancha cafetera {brand} tostadora refrigeradorcalderas de
condensacion lavadoras {brand}
Elettrodomesticos
Genericos
Electrodom. de
limpieza
Cafeteras y teteras Elettrodom. de
cocina
Nevera y
congelador
Ventilazione
Calefaccion
Preparacion Lavado y secado
electrodomesticos {brand} cafetera microondas neverasaire acondicionado
sin tubos kitchenaid lavadora
electrodomesticos baratos plancha cafeteras {brand} horno congelador aire acondicionado nutribullet lavadoras
electrodomesticos online aspiradora sin cableprecio de cafeteras de
capsulas hornos electricoscongeladores
verticales ventilador lavadoras baratas
electrodomesticos {brand} {brand} aspiradoras cafetera {brand} hornos neveras pequeñas caldera lavadoras {brand}
tiendas de electrodomesticos aspiradoras cafetera {brand} microondas congelador verticalaire acondicionado
portatil lavadora secatora
• In Spain, the hypothesis proved partially correct. Indeed, overall searches/clicks uplift has been
emphasized by the lockdown. In addition, most of the categories recorded a gradual and smooth
growth.
• With people confined to indoors we are seeing a spike in searches for cleaning products, mainly
led by branded products. Another increase we are seeing is in the “nevera y congelador” (fridge &
freezing) category, presumable as people intend to stock up on frozen foods to minimise
necessary shopping trips
• With the increase in commercial searches and clicks we are seeing reduced CPCs presenting an
additional opportunity to drive more conversions across different categories
Hypothesis, test, conclusions
Microsoft Advertising’s EMEA AAIG Contacts
THOM ARKESTAALHead of Advertiser Analytics
AKHILA SHESHADRIAnalytical Lead
Tech & Telco /Auto
PHIL JONES
Analytical Lead
Finance/Insurance
SARAH ESSA
Analytical Lead
Travel
BARRY MURRAY
Analytical Lead
Retail
DOUWE VAN DER MEER
Analytical Lead WE
LUCA IMMOVILLI
Analytical Lead IT
PETER HAUBOLD
Analytical Lead DE
THOMAS HERRY
Analytical Lead FR
ZUBAIR PATEL
Data Specialist
DARIO CUGNOData Specialist